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February 7th, 2017

Robin Donovan

Marketers Taking a Deep Dive into Pseudo-Intellectual Jargon

As marketers, our ability to understand how people think is critical. It always has been. The jargon we sometimes employ to describe these varying thoughts is not. Sometimes our industry thinks it’s cool to use scientific sounding jargon to illustrate what it is we do, and at other times this same industry dictates that fancy-schmancy jargon is pseudo-intellectual clap trap and we drop back to the basics of language.

Apparently now we are in a building scientific jargon phase. Hence, many of our sort have embraced Endel Tulving’s (senior editor of the Oxford Handbook of Memory) description and naming of “three primary memory systems in the brain.” I don’t disagree that these systems exist, I just object to the unnecessary terminology.

We typically market to the head or the heart. We also know that sometimes a picture is worth a thousand words, so we demonstrate. Although the methodology and style of the ads changes through the years, those fundamentals remain unchanged. Until now. Tulving suggests that the rational or thinking messaging that appeals to the data-driven part of the brain be called semantic or semantic memory. Conversely, the heart-targeting messaging must now be referred to as episodic, as the episodic memory system is where emotions reside. And finally, when the need to demonstrate how a product works, we are to refer to our messaging as procedural.

Will that make the ads work better? Or will those terms live for two to three years before being called out as pseudo-intellectual clap trap? Probably the latter.

The folks at Ogilvy seem to think otherwise. They are hanging their hat on a newly created Ogilvy Center of Behavioral Science, claiming that “recently we have all seen how traditional demographics research can fail spectacularly in predicting outcomes.” Are they saying they could have done better than that one recent failure? I guess you’re supposed to think that they’re “scientists” and the rest of us drool, unless we are busy creating semantic messaging, then we still have a chance.

January 30th, 2017

David Moore

Dispatch from Middle America: Why your Super Bowl ad will be a waste of money.

Marketers of America, I already know your Super Bowl ads are probably going to be a waste of money. Here’s why: The same know-it-alls who misread the American zeitgeist are the ones who are making your Super Bowl ad. Read More

January 29th, 2017

Laura Spaulding

Bozell Recognized by Midas Awards for Work with First National Bank

Creative marketing communications firm Bozell was honored by the 2016 Midas Awards for work with First National Bank of Omaha. Bozell received the Silver Midas for the Unforgettable First branded TV spots, and was named a Midas Finalist for the Unforgettable First long-form video and the Worry-Free Checking TV campaign. Read More

January 19th, 2017

Robin Donovan

Campbell’s Soup for LGBT?

With one word Campbell’s Soup’s new chicken soup commercial supports lesbians. One woman asks another woman if she wants some soup, but she ends her sentence with “babe.” That’s it. The offer of soup is politely declined because of a pre-existing salad, but the soup and the salad eater silently trade soup bowl for salad plate in an intimate food-sharing move right at the end. Read More

January 13th, 2017

Robin Donovan

Waze Craze

Waze is pretty awesome, and apparently they’ve impressed the folks at Fortune magazine since they are one of Fortune’s top 10 breakthrough brands* as featured in their January 1, 2017 issue.

For those not yet au courant, Waze is a mobile app that shows what’s happening on the road you’re traveling. It indicates where traffic and other road challenges await the unsuspecting traveler. Waze even spots traffic patrol cars on the roadside … wink, wink. Read More

December 23rd, 2016

keggenberg

A Look Back on 2016 – An Intern Perspective

As 2016 comes to a close and the holiday spirit is in full effect, it’s the perfect time to take a moment and reflect on the past year.  As an intern at Bozell, this semester has truly opened my eyes to the fantastic opportunities we have to work with clients in our own backyard and across the United States. Read More

December 13th, 2016

Jim Minge

Free Ad Day: Your Space isn’t Free, Don’t Be a Squatter

You can do a lot in 20 minutes.

Like rejuvenate with the Five Tibetan Rites. Or become world-famous, as Warhol suggested. You can also make a fresh fruit smoothie – and drink it. Read More

December 12th, 2016

David Moore

Free Ad Day: Exhilarating, Exhausting & Very Worth It

As a creative director, I constantly bemoan what I see as the worst thing that has happened to the ad industry over my career (no, it’s not the advent of the celebrity creative director.) Hang around me long enough, and you’re bound to hear me say “It used to be about ‘what’s the best idea you can have.’ Today, it’s ‘what’s the best idea you can have RIGHT NOW!?!’” Timelines have always been a challenge, but now it’s absolute madness. Read More

December 7th, 2016

Kim Mickelsen

Free Ad Day: From Sheer Doubt … to Making a Difference

“I’ve learned that you shouldn’t go through life with a catchers mitt on both hands. You need to be able to throw something back.” – Maya Angelou

I love that quote. And it’s how I try to live my life. So it’s great that I work somewhere that also has those values. Case in point is our recent 95th anniversary celebration. Read More

November 11th, 2016

Free Ad Day

Bozell is celebrating its 95th anniversary, and after all those years of doing work for clients big and small, we’re giving back by offering up our creative team to ANYONE…to design anything. For free. Read More